The two charts pictured below changed the way I think about thinking. Reproduced from a classic 1996 psychology study, the story behind these charts is a vivid illustration that the way we humans feel in the moment as we experience the world can be very different from how we feel when we think back on those experiences later.

Understanding the difference between experience and memory — and the ways they are related — can make us more sophisticated experience designers. In this piece, I’m going to provide some tips for designing for experiences that leave a lasting positive impression. But first, I need to explain the following two charts.

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